ERWIN PENLAND PRESENTS

FOOD FOR THOUGHT
Putting Tumblr in Perspective
November 2013

Erwin Penland - Proprietary and Confi...
What is Tumblr?
Tumblr is a micro-blogging site where users and
brands can leverage the creativity of an
open platform to ...
Tumblr
The Tumblr audience skews slightly female and
it is certainly younger, with 52% of the
audience between the ages of...
Activity &
Engagement
With the average user spending 90 minutes/month
on the platform, Tumblr users are more engaged
and a...
If there is a passion,
there is a Tumblr for it
Unlike Facebook, which is about you and your history, Tumblr
is a platform...
Brands: IBM
IBM has taken a drastic departure from their
traditional brand tone to engage younger
demo on Tumblr. This cam...
Brands: Denny’s
Denny’s has quickly become the most
beloved brand on Tumblr among the
younger millennial audience. Success...
Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.  
It began six years ago with a three-da...
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Putting Tumblr into Perspective

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Tumblr is a micro-blogging site where users and brands can leverage the creativity of an open platform to display their interests and passions. It's a blank canvas that allows them to tell their stories through text, pictures, animation, music and video, without design restrictions or character limits. 

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Putting Tumblr into Perspective

  1. 1. ERWIN PENLAND PRESENTS FOOD FOR THOUGHT Putting Tumblr in Perspective November 2013 Erwin Penland - Proprietary and Confidential
  2. 2. What is Tumblr? Tumblr is a micro-blogging site where users and brands can leverage the creativity of an open platform to display their interests and passions. It's a blank canvas that allows them to tell their stories through text, pictures, animation, music and video, without design restrictions or character limits.  Combine that with standard social functionality (likes, favorites and re-blogging) and the community of a large social network and you have the perfect mix. Users can interact with each other and brands on individual pages or via the dashboard—a personally curated feed of things that users love from the blogs that they follow, updated in real time.  Website Social Network complete creative control of the open web a massive engaged audience Contrary to popular misconception, Tumblr has been around for almost as long as Twitter. It has been gaining in popularity, as many younger users are migrating away from Facebook to avoid the drama and being on the same site as their parents. It's a place where they can truly express themselves, away from adults, directly with their friends.  Erwin Penland - Proprietary and Confidential
  3. 3. Tumblr The Tumblr audience skews slightly female and it is certainly younger, with 52% of the audience between the ages of 18-34. However it’s the youngest demo, 13-17 (18%) that is by far the most active. In fact, they are so active that they regularly hit the 250 postper-day limit, flooding Tumblr with requests to lift this restriction. Tumblr is emerging as the platform for educated, ethnic, urban teens to express their creativity and follow brands that they are passionate about, making the platform even more attractive to marketers trying to reach the coveted millennial audience.  the stats Age Group 13-34 Education college Location Gender SLIGHTL Y female Ethnicity africanamerican +asian +hispanics urban Erwin Penland - Proprietary and Confidential
  4. 4. Activity & Engagement With the average user spending 90 minutes/month on the platform, Tumblr users are more engaged and active than the other major sites, sharing and engaging with the content. Compared to Twitter, Tumblr is much more community-oriented, as it’s easier to find people with similar interests based on the content you follow. The platform continues to showcase the personality of users and their passions versus the celebrity self-promotion commonly found on Twitter.   The key driver of Tumblr is built on the credibility and follower base of bloggers, and yes, while there are celebrities, creativity is found in its most dedicated users.  the stats Global Uniques Blogs 133 MILLION Daily Posts 225 million Monthly page views 80 million 20 billion Minutes / visit 18 Erwin Penland - Proprietary and Confidential
  5. 5. If there is a passion, there is a Tumblr for it Unlike Facebook, which is about you and your history, Tumblr is a platform to showcase and share your passions and interests. The lack of format restrictions enables users to create and tell extraordinary stories through various media, to a passionate, highly-engaged audience. The content includes an array of entertaining memes, photos and gifs that are very sharable. The ability to use pseudonyms is popular with the younger audience as they can share their content selectively with friends versus name-search features on other platforms.  Erwin Penland - Proprietary and Confidential
  6. 6. Brands: IBM IBM has taken a drastic departure from their traditional brand tone to engage younger demo on Tumblr. This campaign is successful because it shows us how the brand embodies innovation and invention instead of just telling us.  With over 628K monthly unique visitors, IBM celebrates 20 years of innovation by telling an engaging story using topicfocused original content. “IBMblr” lets curious consumers in on secrets that are normally kept behind locked research laboratory doors.  All of the content on the page is centered on ideas, innovation and invention, three things that hold our emotive interest. Erwin Penland - Proprietary and Confidential
  7. 7. Brands: Denny’s Denny’s has quickly become the most beloved brand on Tumblr among the younger millennial audience. Success has come by speaking to them in their language and formats they prefer, such as memes and animated gifs. By engaging and interacting with them on trendy topics, pop-culture and humor, Denny’s has become a “must-follow” blog— and perhaps even more telling, being followed by Denny’s has become a sought-after social badge. Another key to Denny’s Tumblr success is the utilization of User Generated Content through the submission feature. By highlighting the contented created by their fans, Denny’s excels at fostering a true community on Tumblr, one that is authentic and genuine. Erwin Penland - Proprietary and Confidential
  8. 8. Food for Thought Food For Thought is Erwin Penland's thought leadership platform.   It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.   The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life.   The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations. For more information: Joe Saracino Chief Marketing Officer Erwin Penland joe.saracino@erwinpenland.com Erwin Penland erwinpenland.com @erwinpenland on Twitter, Instagram and Vine facebook.com/erwinpenland Food for Thought Conference foodforthoughtconference.com @fftconference on Twitter facebook.com/fftconference Erwin Penland - Proprietary and Confidential
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